Question: Using the Model Comparison Tool, what might a campaign manager notice that would make them increase their investment in Google Display ads?
- A bulk of their investment driving a disproportionally low conversion volume on a different channel
- A bulk of their investment driving a proportionally high conversion volume on a different channel
- A small share of their investment driving a proportionally low conversion volume on a different channel
- They hadn't invested in other channels
Explanation
The provided answer key appears inconsistent with Google’s attribution guidance. The Model comparison report is used to compare attribution models and identify channels that are undervalued under last-click attribution. A decision to increase Display investment would usually come from seeing that Display contributes more across the conversion path than a last-click view suggests. A channel receiving only a small share of spend and also producing a proportionally low conversion volume would not normally justify higher investment. Google’s documented use of the report is to find under-credited channels, then adjust bids or budget based on their full-path value. Google Help+1
Why the other options are incorrect
Bulk investment, low conversion volume indicates inefficiency, so it does not support increasing Display spend. Google Help
Bulk investment, high conversion volume can reflect strong performance, but it does not match the report’s main purpose of uncovering channels that are undervalued by the chosen attribution model. Google Help+1
Small investment, low conversion volume does not indicate hidden contribution, so it is not a sound reason to raise investment. Google Help
No other-channel investment does not create the cross-channel comparison needed for the Model comparison report. Google Help
Source for verification
https://support.google.com/google-ads/answer/6259715
https://support.google.com/analytics/answer/10596865
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Display Professional Certification" page.